A model for supporting environmental awereness in higher education using social media
- Authors: Tlebere, Thabo Eugene
- Date: 2013
- Subjects: Social media , Environmental education , Universities and colleges
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:10496 , http://hdl.handle.net/10948/d1020820
- Description: University sustainability is a field of research that has been gaining increased interest in recent years. The reduction of environmental impact has become a strategic objective of universities globally. Universities have been prompted to take necessary action to ensure that their environmental impact is at a minimum. The environmental component of sustainability deals with the current conservation of the earth’s natural resources so that future generations can also have access to them. Human beings, due to their increasing needs, are accountable for the exploitation of natural resources. They are regarded as the main contributors to imbalances in the natural systems. Environmental concerns such as global warming, deforestations, disposal of wastes, and ozone reduction are the outcomes of the damage caused by humans on the environment. The aim of environmental education is to acquire remediation of the environment by making individuals aware of the environment and by educating them about how to live a more sustainable lifestyle. Environmental awareness is perceived as knowledge of the factors that affect the environment and having sensitivity towards the environment. Higher Education Institutions (HEIs) bear the responsibility of educating individuals about environmental issues since they provide education to future leaders in society who may have an influence on future conditions in the environment. Social media are capable of delivering information to a large spectrum of audiences at a low cost. The Pew Internet American Life Project reported that the number of adults who utilise social media has increased by 57 percent from 2005 to 2011. Several environmental activist organisations utilise social media to carry out environmental awareness campaigns. In this study two environmental awareness campaigns which were powered by social media were conducted to improve environmental awareness of individuals in a higher education environment. A Social media Model for ENvironmental Awareness (SMENA) was developed to facilitate the environmental awareness campaigns. The SMENA includes a website, social media as well as theoretical guidelines for creating environmental awareness campaigns, and for using social media for environmental awareness campaigns. A case study at the Nelson Mandela Metropolitan University (NMMU) was used to empirically evaluate SMENA. Students at the Department of Computer Sciences of NMMU were exposed to information about environmental issues through social media with the intention of improving their environmental knowledge and awareness. The SMENA website usability was rated positively and students enjoyed the blogs and information distributed by means of social media. The results of the study intervention were positive and showed that social media can be used to improve the environmental knowledge of students. This study provides a valuable contribution to both the field of environmental education and social media usage and acceptance. The guidelines and requirements for using social media to improve environmental awareness provided in this study can be used to assist educators and university management with addressing the problems of reducing environmental impact.
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- Date Issued: 2013
Athletes on Twitter: an investigation of communication patterns during the Olympic Games 2012 in London
- Authors: Siegner, Arne
- Date: 2012
- Subjects: Athletes in mass media , Social media
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:8433 , http://hdl.handle.net/10948/d1020830
- Description: Recent studies have shown an increasing impact of online social networks such as Twitter on sports media. The following study aims to provide insight about communication patterns of athletes during the Olympic Games 2012 in London. Drawing on literature from traditional fields such as social capital (Field 2003), the 'uses and gratifications' approach (Katz, Blumler and Gurevitch 1974), self- presentation (Goffmann 1971) and recent studies about social media in sports (Kassing and Sanderson 2012), a Twitter-analysis of ten athletes was conducted during the Olympic Games 2012 in London. Following a content analysis of 1042 tweets (including 246 pictures), the research findings of this study reveal that athletes predominantly use Twitter as a platform for self- presentation. Furthermore, the analysis showed the possibility for fans to use Twitter in order to overcome the parasocial orbit (Kassing and Sanderson 2012) of virtual space and engage in actual social interaction with athletes. It is concluded that linkages of athletes with various stakeholders and the official framework of social media guidelines by the International Olympic Committee (IOC), result in self- restricting communication patterns of the athletes during the Olympic Games 2012.
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- Date Issued: 2012
Impact of social media on the brand image of a higher education institution
- Authors: Visser, Ilze
- Date: 2012
- Subjects: Branding (Marketing) , Social media
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:9292 , http://hdl.handle.net/10948/d1011274 , Branding (Marketing) , Social media
- Description: Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image. The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.
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- Date Issued: 2012